@TwitterHandle • #CMWorld
50 Essential Content Marketing Hacks
New tools, tricks, shortcuts, best practices and more to convert readers into customers
Matt HeinzPresident, Heinz Marketing Inc@HeinzMarketing
@Heinz Marketing • #CMWorld
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
HousekeepingCopy of this deck
FREEBIES:• Full Funnel Marketing (my new book)• Last year’s Content Marketing Hacks preso• My award-winning* bacon recipe
Just bring me a business card or note what you want via [email protected]
@HeinzMarketing • #CMWorld
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
I am serious about the bacon…
@ HeinzMarketing • #CMWorld
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
A widening gap between investment & ROI
According to CEB:• 45% of B2B marketing budgets go to content• 84% of marketers expect to increase content spend• Only 45% of marketers think content marketing is
working• 66% of marketers can’t connect content metrics &
business metrics
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
Planning fundamentals
① Buying committee members② Personas③ Buyer’s journey④ Format preferences⑤ Internal “buying committee”
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
Expectation setting
① Resources② Tools③ Budget④ Roadmap & ramp timeline
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
Measurement expectations
① The right metrics② Can you buy a beer with it?③ Operational vs Executive dashboards④ External impact⑤ Profit center vs cost center mentality
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
Great content is…
① Targeted② Contextual③ Evocative④ Integrated⑤ Measured
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
Execution
① Format types② Sales integration/leverage③ Shelf life strategy
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
Response
① What’s next?② Are three steps faster than one?
@HeinzMarketing • #CMWorld
10 sources of content inspiration1. Customer questions2. Stuff you read3. People you disagree with4. Your customer-facing teams5. Trade press6. Conferences, panels & Webinars7. Twitter hashtags8. LinkedIn Answers9. The news10. Things you see that are dumb
@HeinzMarketing • #CMWorld
5 common content marketing mistakes1. Not having a plan up front2. Writing for the company instead of the customer3. Not encouraging and participating in two-way
communication4. Not promoting, aggregating and curating great
content from others5. Only producing written content
@HeinzMarketing • #CMWorld
Distribution best practices1. Dlvr.it2. GaggleAMP3. Triberr4. Influencers5. Hashtags6. Link from old, popular posts
@HeinzMarketing • #CMWorld
Influencer engagement best practices1. Build good lists (Little Bird)2. Give to get3. Have a pipeline mentality4. Build relationships5. Be patient6. Reciprocate & participate7. Measure
@HeinzMarketing • #CMWorld
Long tail best practices1. Repurposing2. Re-edit old posts with new keywords3. Tools
• TweetOldPost• LinkedIn Publishing• Search
4. Seasonal surfacing
@HeinzMarketing • #CMWorld
Getting sales to use your content1. How does it help them make money?2. Get sales leadership to buy-in first3. Show examples of how it works4. Teach, train, launch, reinforce, measure &
celebrate5. Create systems that make it easy
@TwitterHandle • #CMWorld@ HeinzMarketing • #CMWorld
1. Project Lists2. Task Lists, Organization & Filtering3. Email Management4. Note Taking, Triage & Filing5. Time Management6. Idea Capture7. Automation & Reminder Tools
The Seven Productivity Habits
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
HousekeepingCopy of this deck
FREEBIES:• Full Funnel Marketing (my new book)• Last year’s Content Marketing Hacks preso• My award-winning* bacon recipe
Just bring me a business card (or send email to [email protected]) noting what you want
@HeinzMarketing • #CMWorld
@HeinzMarketing • #CMWorld
Matt HeinzPresidentHeinz Marketing [email protected]@heinzmarketing
@HeinzMarketing • #CMWorld
Top Related